Challenge: During the past few years, an unfavorable political environment and attacks by entrenched interests were providing eroding support for various clean energy sources. Building on the progress of A Renewable America's field and traditional PR efforts to counter this trend, we needed a creative and impactful way to continue pushing clean energy out of the culture wars.
Solution: Using the latest digital targeting/profiling technology, we developed an online advertising campaign that saturated select policy makers and their networks (advisors, family members, local media, local businesses, local regulators and other policy makers) in eight states. The videos featured compelling testimonials and stories from renewable energy/supply chain business voices on the idea that clean energy companies are not just local job creators, but are popular parts of the mainstream business community -- providing clean, affordable and reliable electricity.
- Produced 18 30-second videos across eight states
- Received 842,252 video views (128% of original goal!) online
- Achieved a very high view-through rate (72% with Facebook ads and 75% without) compared to similar campaigns, demonstrating a high interest in the messaging among our targets.